Fun to spare as bowling center rolls in new direction

If all goes well and renovation runs on time, you could be a Very Important Bowler before Christmas.

Just ask to play in the "VIB" section at the new Andy B's Luxury Bowling and Multi-Tainment Complex, known since 1971 as Battlefield Lanes at 1127 E. Battlefield Road. The place's new name may be a mouthful — call it Andy B's for short — but plans for the center announced Tuesday should bring new excitement and revenue if it follows the lead of the Andy B's in Tulsa, Okla., and Bartlett, Tenn.

"It's a whole different feel," said Sharon Mooney, general manager at the Andy B's in Tulsa. "I think you guys are going to be thrilled. I think the community will love it. Certainly in Tulsa it's been a success story and the community as a whole has been thrilled with it."

A groundbreaking ceremony for the local renovation is Thursday, with expected completion of construction by the end of November.

During renovation, league and open bowling will continue as will food and beverages service, birthday and company parties and special events. There may be a few weeks toward end of summer when the center will be closed due to construction needs, Guccione said, but it shouldn't be for long. Also, gift cards for Battlefield Lanes will be honored at the new complex.

Mooney has worked at the once-traditional Tulsa bowling center for 20 years, the last seven as manager. It was an 80-lane, 70,000-square-foot center. When it declined in business starting 2005, 40 lanes were blocked off at the center. When business picked up a bit, instead of simply adding back the other lanes, Mooney said, owner Andy Bartholomy decided it was time for the business to follow the national trend and become entertainment complex.

The reason for the change, said Mooney, is that league bowling was declining while open bowling was going up. Entertainment centers, with additional attractions including laser tag and large game rooms, bring people who may not be interested in bowling. At first.

"A lot of people that may not have bowled before came out to see all the new stuff," Mooney said. "And some of them said they liked bowling and they became league bowlers."

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The increase in league bowlers in Tulsa was unexpected but a nice surprise, she said.

At the Springfield location, not only will visitors find traditional bowling, the new complex will include luxury bowling, laser tag, a game and prize redemption room, restaurant and bar, private meeting and party rooms and the corporate headquarters.

"Our goal as a company is to offer healthy, safe and exciting entertainment to residents and families of all ages," Bartholomy said in a statement.

Bartholomy Bowling Centers spokeswoman Mary Guccione said on Wednesday that " Because of technology and a shift of interests, you have to add more than just bowling to make an economically viable business."

Nationally, traditional league bowling has been dropping in the last few years, Guccione said, which has led to the addition of attractions.

Bartholomy also owns seven other bowling centers in Oklahoma, Arkansas and Tennessee, as well as Starlite Lanes in Lebanon and Buckhorn Lanes in Waynesville.

Mooney said the change at the Tulsa center was good for the local economy because it created "many more jobs, a substantial increase in business and a substantial increase in revenue."